At The Short Stop once after the “free booze” era ended I ran into a guy who was on the Dewar’s account, he said the brand was kind of looking for an identity beyond “the American scotch that’s not Johnny Walker”. They had been pitching it to old golf guys but those guys had enough experience with scotch to have better taste, and then they were going for hipsters ‘cause why not, but it tastes awful in mixed drinks. He said they’d moved on to cougars and power lesbians, hoping they’d be like “yeah, I’m a scotch woman” but not know better, all running hospitality tents on the LPGA tour.